酒廠經營管理之研究-以江南酒業為例

台灣民營酒業建立『品牌』是一條長遠的道路，該如何在有限的資源，做出成效。面對經營上的資金運用與選擇管理策略更顯得重要。在消費市場上，購買力來自品牌力度，是購買決策重要的一環。品牌是企業知名度的必要條件且促使企業永續經營。綜觀台灣地區的酒類市場，國營酒廠代表了品質保證，培養了廣大且高忠誠度的消費群；2002年元月份全面開放菸酒進口及正式開放民間酒廠參與製酒，加上進口酒商挾帶龐大的行銷資源入市，使得台灣酒類市場更多元選擇及競爭白熱化。面對全球化與國際化的市場趨勢，探討台灣民營酒廠，如何使個案公司藉由優質的品牌經營推動，增強公司之競爭能力，其採行及運用的經營策略方式是否符合市場發展特性，以作為民營酒廠經營之業者參考及業務佈局的一個參考依據。本研究主要以SWOT(TOWS) Matrix分析法，採個案研究以質性的方式進行，研究結果發現，產業新進入者在以下方面應有明顯的差異化：如產品特色、元素種類等應有其文化特色及行銷賣點，產品多元化，以滿足不同消費客群。其需求和期望產品的性價比亦應超越消費者的期待，最好能達到平價奢華的境界。建議個案公司持續將發展重心放在產品利基市場，建立與競爭者的差異化產品，以符合市場趨勢，並增進消費客群對產品的品牌情感並取得通路優勢，運用企業經營管理策略，強化成長事業模式，朝民營酒業消費者首選品牌前進。

關鍵字

經營策略； SWOT

並列摘要

It is a long way to establish own branding for private alcoholic beverage industry in Taiwan. Under the limited resource, the critical step to win the champion is how to manage the funds allocation and select strategies. In customer behavior market, purchasing power comes from the familiarization of the brand as it attracts customer’s buying motivations. Branding is necessary to popularize the company and facilitate the sustainable management of the enterprise. Overview the liquor market in Taiwan, public liquor companies represent the quality assurance and establish highly numerous and loyal connections with customers. In January 2002, full liberalization of alcohol and tobacco imports and official opening of civil participation in liquor distillery, plus import traders possessing huge marketing resources, make the Taiwan market more diverse selection of alcoholic and intense competition. Here, under the globalization and internationalization, we would like to discover that as private liquor companies, how to enhance the competitiveness of the company through the its banding progress, as well as whether the applications of the business strategy coping with market development characteristics, to serve as the references to a private winery for its operations and business layout. The study mainly SWOT (TOWS) Matrix analysis, case studies collected in qualitative manner, study found that industrial new entrants should be clearly differentiated in the following areas : the characteristic and diversity of the products as well as the promotion to meet different consumer segments; Cost-effective products to go beyond consumer expectations. It is the best to reach affordable luxury. The study recommended that the company should keep focusing on the development of product niche markets and differentiating the uniqueness of the products to meet the marketing needs in order to establish brand royalty and gain market advantage. Using business management strategy, this company can strengthen the career growth pattern and head forward to the most preferred private alcoholic enterprises.